• Management & Information Systems Review
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• v.38 no.3
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• pp.113-125
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• 2019

This study empirically analyzes the effect of SNS informativeness, playfulness and reliability on purchase intention and the effect of consumer's purchase intention on business performance through structural equation model, In doing so, this study aims to suggest ways to enhance consumers' purchase intention and consequently increase the business performance through various SNS marketing strategies that can efficiently manage consumers. The questionnaires were distributed to adult men and women who are in their 20s through 60s, actively use SNS, and primarily reside in Daegu and Gyeongbukdo. The 400 copies of questionnaire were distributed from September 15 to October 1, 2018, of which 364 (91%) were used for the empirical analysis, except for 36 of the questionnaires that were unfaithful or unresponsive. Basic statistical analysis including frequency analysis was performed using SPSS 22.0 and AMOS 24.0, reliability and validity analysis were also performed, and finally hypotheses were tested by performing confirmatory factor analysis and path analysis of structural equation model. All of the SNS informativeness, playfulness and reliability were shown to have positive effects on the purchase intention. In addition, the effect of purchase intention on business performance was found to be significant. Companies should come up with a strategic SNS marketing plan to encourage consumers to enhance the willingness to purchase their products and services through SNS, and to make actual purchases, thereby improving business performance.

• Korean small business review
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• v.41 no.1
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• pp.1-28
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• 2019

The purpose of this study is to contribute to the revitalization of the 6th industry by presenting suggestions on how to utilize agricultural food mobile SNS and how to purchase intention. In this study, the mobile SNS, which is rapidly emerging as a new marketing channel, was applied to the agricultural and food sector to conduct a empirical analysis. First of all, the characteristics of agricultural food-related mobile SNS that affect the purchasing intent of agricultural food were derived, and the indirect effects of consumer attitudes were analyzed in relation to the perceived characteristics of the mobile SNS for the agricultural food and the purchase intention. First, information quality and ease of access have a significant effect on cognitive attitude (+), and playfulness, information quality, ease of access have a significant effect on emotional attitude (+), and playfulness, interactivity have a significant effect on an acting attitude (+). Second, information quality, accessibility, and playfulness have a significant effect on purchase intention (+), and the quality of information has the greatest influence. Third, it was analyzed that information quality, interactivity, ease of accessibility, and playfulness have an indirect effect of consumer attitude in the path of purchase through consumer attitude. From the results of this study, it was confirmed that efforts to improve the quality of information in the case of mobile SNS related to agricultural and food products are needed first, that to improve the purchasing intent, we need to establish a mobile SNS operating strategy and marketing strategy for enhance consumer attitudes in a favorable. On the other hand, related education and system cooperation methods should be prepared to enable agricultural and food companies to use mobile SNS as a marketing tool.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.957-965
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• 2013

The study focus on the factors affecting the interaction between SNS users, the purposes of this study is to investigate the similarities and differences between Korea and China users. As a result, the study found that the ease of use in technology factors has no effect to Korean users, while the social ties in social factors has no effect to Chinese users. The impact of user's interaction was not different between korea and the china customer. According the those results marketing managers should develop different marketing strategies.

• Fashion & Textile Research Journal
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• v.21 no.5
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• pp.574-585
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• 2019

The acceleration of digital transformation (DX) has resulted in SNS influencer marketing trends becoming the mainstream of the new market. SNS influencers act as early adopters in the process of new products being accepted. Chinese consumers are most affected by Hallyu, which increases interest in K-beauty products. This study analyzes how K-beauty SNS influencers are related to Chinese consumers. A survey was conducted among Chinese millennial consumers after watching videos provided by K-beauty SNS influencer; subsequently, 456 responses were used for data analysis. As a result, the analysis based on the Elaboration Likelihood Model (ELM) distinguishes the central route and the peripheral route in the process of Chinese consumers accepting new SNS products. The study findings suggested that information quality, credibility, accuracy, and usefulness had significant effects on acceptance intention for new products among central route factors, and similarity, trustworthiness, pleasure, expertise, and attractiveness also had significant effects on the acceptance intention of new product among peripheral route factors. It was found that variables of the central route, rather than those of peripheral route, had stronger effects on the acceptance intention for new products. Consequently, the central route of K-beauty SNS influencer is more important to Chinese consumers' acceptance of new products. It is expected that this study will offer beauty influencer marketing-based cosmetics brands efficient consumer management suggestions.

• Journal of Korea Society of Industrial Information Systems
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• v.17 no.3
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• pp.95-104
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• 2012

The companies have employed SNS for marketing, promotion, and customer relationship management. The SNS is a good tool to collect customers' opinions and to collaborate with internal and external employees, however, the function of SNS are limited in implementing a co-creation. Therefore, the purpose of this research is to suggest a SNS platform for co-creation that creates a corporate's values with customers. For this purpose, the limitations of SNS are defined and the new platform of the SNS is suggested. The proposed platform has 3 modules including integration of applications, cloud services, and integration to applications operated by companies. With a scenario method the suggested platform was validated. This is one of pioneer studies in co-creation.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2013.10a
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• pp.871-872
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• 2013

최근 스마트폰의 급속한 보급에 따라 트위터, 페이스북과 같은 실시간 SNS(Social Network Service)가 폭발적으로 성장하고 있다. 본래 SNS는 지인과의 소통을 위한 온라인 커뮤니티로 출발했으나 지금은 새로운 커뮤니케이션으로 마케팅, 미디어, 커머스 등 다양한 영역의 플랫폼으로 진화하며, 그 파급력을 이어가고 있다. SNS, 소셜 미디어 시대를 맞이하여 소비자가 수동적 입장에서 능동적 입장으로 변경되고 있는 상황에서 블로그, 카페, 트위터 등 에서의 평가를 통한 고객 피드백 정보에 따라 서비스 제공자의 판매율이 많은 영향을 받고 있다. 따라서 효율적인 기업경영을 위해서는 SNS 등을 통한 고객의 목소리를 분석하는 작업과 그것을 기반으로 고객만족도 평가모형에 대한 연구가 필요하다. 본 논문에서는 이러한 SNS를 이용한 활용분야에 대해서 고찰해 보고 SNS가 점차 확대됨에 따라 발생할 수 있는 SNS 환경에서의 역기능은 어떤 것이 있는지 살펴보고 대응방안을 제안한다.

• Journal of Information Technology Applications and Management
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• v.24 no.2
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• pp.1-15
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• 2017

Social Network Service (SNS) emerged to become a major platform for consumers' social activities, affecting their choice behavior. With rapid increase in SNS adoption among consumers, firms actively apply SNS into their marketing activities and use it as an important communication medium with consumers. Particularly SNS marketing become increasingly prevalent in Chinese restaurant sector as they provide promotional information to consumers through SNS. It is urgent for firms to understand the extent of SNS impact on consumers' choice behavior, and to understand consumers' response toward SNS in order to develop more effective SNS marketing strategies. The purpose of this study is to assess the effects of four SNS characteristics on brand equity and purchase intention and to determine the relative importance among these four characteristics on brand equity and purchase intention. Results show that all of the characteristics have significant influence on consumers' brand equity, and also, brand equity affects consumers' purchase intention.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.180-196
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• 2021

The goal of this research is to examine the effects of sports star influencer advertising value on brand equity in social networking sites. In particular, this study identifies the moderating role of consumer team identification. A total of 350 university students participated via online survey. To test proposed hypotheses, confirmatory factor analysis, structural equation modeling, and multi-group analysis were employed. It was found that informativeness, entertainment, and credibility showed significant positive effects on brand equity. Also, significant moderation effects of team identification were found in that consumers with high team identification compared to those with low team identification perceived higher value of entertainment. On the other hand, consumers with low team identification perceived more irritation than those with high team identification. This study contributes to the understanding of sports star influencer advertising in social networking sites. Theoretical and practical implications as well as suggestions for future research in this area are provided.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2014.05a
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• pp.197-199
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• 2014

Todays, with the spread of Mobile devices, SNS service usage has been increasing. While SNS services have many benefits such as providing communication with social functions, these have also negative aspects like fatique. In the point that consumers make their own purchasing decision with considering cost and benefits of goods and services, this paper is to evaluate the value of SNS services considering both sides of beneficial and cost aspects.

• 한국벤처창업학회:학술대회논문집
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• 2020.11a
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• pp.127-130
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• 2020

금융시장 환경이 점차 변화하고 있다. 흔히 지점이라 불리는 오프라인 환경에서 애플리케이션을 이용하거나 웹페이지를 이용하는 온라인 비대면 환경으로 이동함에 따라 기존의 정형 정보를 중심으로 한 소비자 행동 예측 방법보다 더 나은 방법을 모색하기 이르렀다. 이에 따라 주관적 비정형 정보의 중요하게 된 것이다. 본 연구는 비대면 대출시장에서 주관적 비정형 정보의 하나인 SNS 프로필 사진과 대출상환에 영향을 미치는 변인을 파악하는 것을 목표로 한다. SNS 프로필 사진은 자신의 감정이나 상태를 표현하는 도구로 떠오르고 있으며, 이러한 차입자의 SNS 프로필사진을 분석함으로써 정보비대칭의 최소화로, 대출심사를 위한 신용평가에 유의적 요소들을 규명하는데 목적이 있다. 본 연구에서는 대출자들이 차입자에 대한 평가의 중요 고려 요소들을 규명하고 탐색하는데 초점을 맞춰 SNS 대안 신용평가만을 심사기준으로 이용한 대출인 텐스페이스의 AI LOAN 대출자중에서 2020년 2월부터 2020년 2월까지 대출자료를 확보할 예정이다. 이러한 자료 중에서 2020년 12월 30일을 기준으로 상환기일이 도래한 대출상환 자료 중 SNS사진을 순서형 로짓회귀모형을 이용해 분석하고자 한다.